Two sides of the same leader: an agent-based model to analyze the effect of ambivalent opinion leaders in social networks.

ABSTRACT: Opinion leaders (OLs) are becoming increasingly relevant on social networking sites as their visibility can help to shape their followers' attitudes toward a variety of issues. While earlier research provided initial evidence on the effect of OLs using agent-based modeling, it remains unclear how OLs affect their network environment and, therefore, the opinion climate when: (a) they publicly hold ambivalent attitudes, and (b) they not only express support for their own stance but also discredit or 'debunk' the opposing side. This paper presents an agent-based model that determines the influence of OLs in social networks in relation to ambivalence and discreditation. The model draws on theoretical foundations of OLs as well as attitudinal ambivalence and was implemented using two network to

SUBMITTER: Rochert D 

PROVIDER: S-EPMC9039611 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature